MNM2604 ASSESSMENT 02 SEMESTER 01 2025 Lungilicious, a proudly South African fresh juice brand specialising in indigenous fruits and herbs, stands at a critical juncture where strategic business-to-business (B2B) marketing could significantly enhance its competitive advantage. The business faces the task of expanding its reach into new markets while maintaining the authenticity and cultural significance of its product offering. This essay applies theoretical frameworks and concepts from Makhitha and Cant (2020), Makhitha (2013), and the study guide to critically analyse and propose a comprehensive B2B marketing strategy for Lungilicious. The discussion covers micro-segmentation, product positioning, pricing objectives for a price increase, the current pricing strategy employed, and brand elements that could strengthen the company's identity. Each section integrates theory with practical applications, ensuring that the analysis is both academically sound and practically relevant.
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